>> "SEO and social media bullshit"

This stuff does seem like bullshit when you're working on it, but it's unfortunately crucial these days. It takes so long to build up the brand and visibility that I don't believe you have the option to just do it once you've got the product right. Unless you've got the investment, firepower or notoriety to get chins wagging then you've got a long road ahead of you. Good SEO actually sounds like one of the things you got right to me. But maybe you spent too long on it